Helping many people boosts social standing more than helping many times

A business may build a better reputation as a good corporate citizen by donating $100,000 to 10 charities, as opposed to $1 million to one charity, suggested University of Missouri anthropologist Shane Macfarlan. Contrary to earlier assumptions in theoretical biology, Macfarlan's research found that helping a greater number of people builds a positive reputation more than helping a few people many times. The results of this research can offer guidance to businesses and politicians on how to impr...

Fuente : http://www.eurekalert.org/pub_releases/2013-06/uom...